C – Curiosity (get the buyer’s attention)
I – Involvement (get the buyer’s personal involvement)
C – Confidence (get the client’s confidence in your ability)
I – Issue (uncover needs)
P – Problem (get client to state problem explicitly)
R – Resolution (identify a solution and get client’s buy-in)
O – Obstacles (handle all objections)
D – Decision (close the sale)
E – Evaluation (reinforce the decision by making contact)
- Recognition of difficulties with present situation
- Specification of criteria for change
- Evaluation of options
- Resolution of concerns
- Implementation of chosen option
- Changes over time (internal or external)
- Career progression
- Professional growth
- Need for challenge
The Decision Sequence
- How did you become CURIOUS?
- When did you become actively INVOLVED?
- How did you get the CONFIDENCE to proceed?
- Did you get an opportunity to explore your NEEDS?
- How well did the product/service RESOLVE your needs?
- What OBSTACLES did you have, how were these overcome?
- How did you reach your DECISION?
- Did you have any second thoughts?
Executing Sales with CICIPRODE
Early Stages of CICIPRODE:
Most selling situations start with the following stages:
- Exchanging courtesies: (Introductions, small-talk, and rapport). Avoid the important issues until this stage seems to be completed.
- Generating curiosity: A creative, mind-focusing opening will concentrate the client’s attention on you and your presentation.
- Getting involvement: Curiosity is short-lived; maintain the client’s involvement with conversational questions about their role, objectives, needs and ways of working
- Reach for the “threshold of confidence”: Your client will ONLY confide their true needs and problems when you cross this threshold…
Problem Stage of CICIPRODE:
- Build your sale on a strong foundation:
- Explore the problem with the client thoroughly so that they understand all of its implications
- Understand both the business and personal needs of the individual decision-makers
- Ask specific question types in a controlled manner, using the SPIV sequence of questions
- Listen, observe and summarize carefully
Resolution stage of CICIPRODE:
- Understand the client’s buying motives in terms of their personal wins and business results
- Determine that the client can repeat and distinguish between Features, Advantages and Benefits
- Ensure that the client can provide “proof” when necessary
- Maintain the “value for money” concept in the client’s mind
Obstacle stage of CICIPRODE:
Clients voice objections that are verbal manifestations of OBSTACLES (what they actually think and feel). Deal with obstacles:
- Welcome objections
- Practice/be prepared to deal with objections
- Learn the do’s and don’ts of objection handling
- Use the “feel, felt, found” method of objection-handling:
- First empathize with them, telling them that you understand how they feel.
- Then tell them about somebody who felt the same way.
- Then tell them how that other person found that things were not so bad and
- When they did what you want the buyer to do they found that it was actually a very good thing to do.
The final stage of CICIPRODE:
Help the client reach a decision by using an appropriate close:
- Plan to close
- Look for closing signals
- Learn and practice various closes
- The close may hinge on a single (intermediate) objective
- Support the client through the “post-close” evaluation
- Maintain contact immediately after the close
- Provide reassurance that their decision was the right one
Benefits of the CICIPRODE Model of Sales:
- Model is sequential (but expect iterations)
- Model is repeatable
- Structures the sale
- Helps in planning, organizing and post-contact analysis
- Provides a common language
- Helps control meetings
- Helps team coordination
- Puts the client first!